Advertising Week 2015: 4 Social Media Takeaways for Marketers
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SocialBro > Blog > ADVERTISING WEEK 2015: 4 SOCIAL MEDIA TAKEAWAYS FOR MARKETERS
Advertising Week 2015: 4 Social Media Takeaways forMarketersPosted on March 31, 2015 by Rachel Quin 2 comments
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Advertising Week 2015 had brands and execs from around the world getting involved, at both the event andonline. With 14,900 users Tweeting, and the official hashtag #AWEurope mentioned nearly 30,000 times,Advertising Week participants had a lot to Tweet about, racking up a potential social media audience of 69million.*
There were plenty of hot topics that came out of the four-day long event, with authenticity, personalisation, andcustomer centrality the most discussed by brands and experts. Using SocialBro, we monitored #AWEurope tosee which speakers gained the most traction with their ideas, and just how many professionals from aroundthe world tuned into the event on Twitter. Let’s see what the experts had to say, with these four key takeaways.
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1. Customisation and UGC is key for customer advocacy.
Successful marketing strategies are all about driving your prospective and existing customers along that all-important buyer’s journey, from prospect to purchase, all the way through to supporter and adoring advocateof the brand. Converse left us with some food for thought at Advertising Week, by talking about how the iconicbrand is utilising UGC and customisation to create positive social media buzz, in honour of their 100 yearanniversary. Social media manager Chris Marsh spoke about the ‘Made By You’ campaign that launched onMarch 2nd, and how Converse is turning positive customer buzz into content that celebrates the individuality ofeach and every pair of classic Chuck Taylor shoes.
"Really really really really good looking." #chucktaylor made by @kidsuper
pic.twitter.com/3qnZnYWxwJ— Converse (@Converse) March 7, 2015
Converse revealed that fans share thousands of photos on a daily basis, so it made sense to allow customersto continue stamping their personality on the brand. Speaking at Advertising Week, Marsh said: “It’s true thatwe’re not necessarily regarded as true innovators in the modern sense of the world but we’ve always beencreative and contemporary,” said Marsh. “We’re arguably the most iconic footwear of all time. One of the greatthings about our product is that it’s one of the only few in the world that when you take it out of the box itactually gets better.”
#chucktaylor made by Rebecca Belfield pic.twitter.com/1WBJdd4rrz— Converse (@Converse)
March 13, 2015
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Converse is a prime example of how brands can achieve advocacy from their customer base by allowing themto get creative with the product and sharing their UGC. This online effort can be integrated with offline, asConverse have done with their art installations in cities all over the world, showing how the likes of Patti Smith,Andy Warhol, and more have customised their Chuck Taylors, and even simpler offline efforts like showing offthis UGC content on London Underground billboards.
"My truth: to live my passion." #chucktaylor made by @ras_silva pic.twitter.com/TrscCPGnKf—
Converse (@Converse) March 20, 2015
Marsh added: “When social is used in ways where you listen to fans and give them a voice then it allows them todo the talking for you.” Using social media can help brands put their customers interests at the centre of theirmarketing strategy, and shape their marketing strategy around fans that see the brand as more than just afashion staple.
2. Customer centricity is the ‘battleground of the future’.
Econsultancy founder Ashley Friedlein took to the Advertising Week stage to talk about the most importantperson in a marketing strategy… the customer. In a recent poll of 4,000 marketers, Friedlein revealed 23%believe that customer experience is one of the most important and exciting trends of the moment, which willsoon blow up into a mega trend.
House of Cards would never have happened for Netflix without customer centricity and Big
Data: @glassruss to #AWEuropeB2B forum #AWEurope— LinkedIn Marketing (@LinkedInMktg)
March 24, 2015
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And what a sad world that would have been. If customer centricity is the battleground of the future, accordingto Friedlein, then social media is the war room – overturning the traditional power play of the vendor-customerrelationship. Use social media to tap into deeper customer insights and employ it as a tool for low-cost marketresearch which will give you actionable data, such as brand perception. Effective CRM is also a must here,employing social media tools that can help you tag, add notes, and keep track of every interaction with yourcustomers online.
In addition to this, Friedlein talked about a more obvious goal that very few marketers achieve, consistency.With so many marketing channels and social media platforms for your prospective customers to find you on,keeping digital marketing campaigns and branding consistent across each and every channel is crucial. Friedleincited Burberry as a brand who have mastered this element of digital marketing. See for yourself.
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3. Personalisation is important, but targeting must be fine-tuned.
Consumers want to feel like the brand contacting them knows who they are, and isn’t just an automated robotspewing out discounts and offers. But bear in mind that though a 360-degree view of the customer means youcan get more personal with your marketing communications, brands need to appeal to the customer withoutlooking like a stalker. Personalisation is the holy grail of marketing, and it works, with personalised promotionalemails have 29% higher open rates and 41% higher unique click rates than non-personalised. But comedianDave Gorman had a word of advice for marketers who get a little too personal with their communications: “It’snot f*cking OK.”
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'Not f***ing OK' – Dave Gorman on over-personalised invasive advertising
http://t.co/vbNtKheTEQ #aweurope pic.twitter.com/okWsi39CRb— Marketing Magazine
(@MarketingUK) March 24, 2015
Mike Florence, head of planning at PHD, said that while being a “bit creepy” with personalisation is okay, being acomplete creep through over-the-top personalisation is not. “You’re slipping into ‘uncanny valley’ – it’s whathappens when machines try to behave like humans.”
Very funny talk from @DaveGorman @PHD_UK on personalisation in advertising #AWEurope
pic.twitter.com/aP0ZdM3VCv— Stacey Rickman (@Stacey_Rickman) March 23, 2015
How can marketers avoid being creepy with their personalisation? Javier Buron of SocialBro said it best.
There’s nothing wrong with automation in itself, it’s about how you use it. Thoughtless, generic
posts can indeed be damaging but it depends on your audience and how the automated
actions are perceived by them. Automation, when managed correctly, can help deliver
personalised engagement that will enhance rather than damage a brand’s reputation.
Take advantage of social media tools which can support your overall marketing strategies, by fine-tuning yourtarget audience personas and using this data to target the RIGHT people.
4. Compelling, bold and authentic content is the recipe for maximum engagement.
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Former Red Bull UK marketing director Huib Van Bockel compared modern day marketing to Tinder: “In onesecond you decide to engage with that content or swipe it away, and that’s what brands have to get used to.” Ifyour content isn’t engaging enough, you’ve lost the attention of that prospect within seconds. What can bedone to remedy this content turn-off?
Bold authentic content, said Matt Elek, managing director of VICE. He reckons brands fall short because they’reall talk and no action: “A lot of brands say they want to be edgy and authentic, but by the time they get intowhat edgy is going to entail, they get nervous about anything that’s not mainstream.”
Need some brand inspiration to make your content braver? Take a leaf from Paddy Power’s book. We recentlyspoke to their social media manager about having the most fun job in social media, who said that one of thebest ways to create engaging content that appeals to their target audience was because ‘Engaging with ourcustomers each day on social means that we know the PP tone of voice better than most.’
Ever wanted to know more about Steve Bruce's anatomy? Look no further, friends.
pic.twitter.com/eo4PpVwRst— Paddy Power (@paddypower) March 30, 2015
Simon Manchipp, co-owner of design agency SomeOne, said that it can be hard for brands to do anything: “Weoften say we want to do branding, not blanding. Often brands do not want to express a point of view oropinion.” Jeremy Lindley, global design director of Diageo, agreed: “Brands that blend in can’t survive very long.You must be distinctive to be noticed. Blandness isn’t our strategy – we make bold choices.”
"Be uncool… Coolness is a form of orthodoxy. Being uncool is a powerful creative force"
Grayson Perry at #AWEurope— Creative Review (@CreativeReview) March 26, 2015
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All in all, Advertising Week Europe 2015 reached a broader audience on Twitter. 72% of #AWEurope’s audiencedid come from the UK, but nearly 10% of Tweeters were based in the USA, and Tweets came from as far as theNetherlands, France, and event Canada.* Advertising Week on Twitter also enjoyed some celebrity guest stars,with business godfather Lord Alan Sugar appearing as one of the most influential Tweeters during the four-dayevent.
What else did you learn from #AWEurope that marketers should bear in mind for the year ahead? Shareyour thoughts on the future of digital advertising in the comments.
*About the data: SocialBro.com monitoring #AWEurope from 00:00am Monday 23rd of March until 00:00amFriday 27th of March.
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António Santos • 3 days ago
I would expect a lot more from such type of event. With so many marketeers there, the numbers are disappointing △ ▽
• Reply •
Linda Bolg • 3 days ago> António Santos
Hi António, thanks for the feedback. We always value readers' comments. Advertising Week Europe didindeed cover a lot more topics. Especially around general marketing and advertising as you'd expect. For thispost we only focused on all things social media related from the event. That's why only 4 topics werecovered.
Have a great bank holiday weekend :-) △ ▽
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